The Role of Retail Environmental Cues in Developing Customer Experience in Retail Stores: A Comparative Study Between Egypt and the United Arab Emirates (UAE)

Document Type : Original Article

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Department of Marketing College of Management Arab Academy for Science, Technology and Maritime Transport Alexandria Egypt

Abstract

 Retail stores are increasingly competing on developing customer experience through improving the retail environment. In order to develop emotional bonds with brands, retailers have turned their attention to develop customer experience. Regardless of the importance of the physical environment, very few customer behavior researches have been performed to test some of the basic relationships between the physical environment and Mehrabian and Russell’s (1974) environmental psychology model. This research has attempted to enhance existing knowledge in the field of customer experience in retail stores and identify the impact of store atmospherics on consumers’ emotions and purchasing behavior. Concern about the retail shopping experience is affected by functional and emotional factors leading to a specific customers’ approach behavior. A multiple item scale has been developed to measure the overall conceptual framework of store at m

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